Saturday, June 08, 2013

Search Engine Marketing (SEM) Choices

Search engine marketing (SEM) is the industry that has built up around search engines. It consists of both paid and organic search. SEM has two arms: search engine optimization (SEO) and pay per click (PPC) advertising. These correspond to the two types of search results. But there are fundamental differences between SEO and PPC.

There are many SEM tactics to consider when designing the right online strategic marketing plan for a project.

I found this “comparison of the common online marketing tactics” very useful while building a marketing strategy for a client.

Strategy
Expense Frequency
Relative Cost in Dollars
Relative Cost in Effort
Cost of Inaction
Impact Horizon
PPC Advertising
Ongoing Expense
High
High
Variable
Immediate
Link-Building
Periodic Expense
Low
High
Variable
Long-Term
Onsite SEO
Periodic Expense
Moderate
High
High
Long-Term
Lead Capture Optimization
One-Time Expense
Low
Low
High
Immediate
User Path Optimization
One-Time Expense
Moderate
Moderate
High
Immediate
Cross Promotion
One-Time Expense
Low
Low
Variable
Immediate
Increasing Sales Conversion %
NA
Moderate
High
High
Mid-Term
Increase Net Profit per Transaction
NA
Low
High
Variable
Mid-Term
Decrease Expense per Transaction
NA
Low
High
Variable
Mid-Term

elliance has an excellent infographic on SEM Strategy Matrix   


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